중국 프로축구단의 SNS정보공유와 구단태도, 구단이미지, 구단공신력 및 시청만족도와의 구조적 관계 (The Structural Relationship Among SNS Information-sharing, Attitude toward Team, Team Image, Team Credibility and Viewing Satisfaction of Chinese Professional Soccer Club)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 90호 / 157 ~ 171페이지
· 저자명 : 펑차오치옹, 김용만

초록

Purpose: The purpose of this study is to investigate the structural relationship among SNS informationsharing, attitude toward team, team image, team credibility and viewing satisfaction of Chinese professional soccer club.
Method: The subjects of the survey were high school students and above who watched the Chinese Men’s Football Super League. The dishonest responses were removed from the sampling, and 300 were selected as the final valid sample. The survey conducted for this study used the Wenjuanxing online survey platform in China, and the method study used was self-administration in which respondents read and answered the questionnaires. For data processing, models and hypotheses were verified using SPSS 23.0 and AMOS 26.0.
Results: The results were as follows: First, SNS information-sharing had a positive impact on the attitude toward team. Second, attitude toward team had a positive impact on team image, but attitude toward team had no impact on team credibility. Third, team image had a positive impact on team credibility. Fourth, team image and team credibility had a positive impact on viewing satisfaction.
Conclusion: In conclusion, as SNS information sharing is an important prerequisite for viewing satisfaction, it is necessary to strengthen the positive aspects of SNS information sharing and supplement the negative aspects so that the marketing strategy can be successfully operated by the professional soccer club.

영어초록

Purpose: The purpose of this study is to investigate the structural relationship among SNS informationsharing, attitude toward team, team image, team credibility and viewing satisfaction of Chinese professional soccer club.
Method: The subjects of the survey were high school students and above who watched the Chinese Men’s Football Super League. The dishonest responses were removed from the sampling, and 300 were selected as the final valid sample. The survey conducted for this study used the Wenjuanxing online survey platform in China, and the method study used was self-administration in which respondents read and answered the questionnaires. For data processing, models and hypotheses were verified using SPSS 23.0 and AMOS 26.0.
Results: The results were as follows: First, SNS information-sharing had a positive impact on the attitude toward team. Second, attitude toward team had a positive impact on team image, but attitude toward team had no impact on team credibility. Third, team image had a positive impact on team credibility. Fourth, team image and team credibility had a positive impact on viewing satisfaction.
Conclusion: In conclusion, as SNS information sharing is an important prerequisite for viewing satisfaction, it is necessary to strengthen the positive aspects of SNS information sharing and supplement the negative aspects so that the marketing strategy can be successfully operated by the professional soccer club.

참고자료

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